Good news for mechanical watch enthusiasts: Seiko opens its first store in Portugal in Lisboa

Good news for mechanical watch enthusiasts like me: Japanese watch manufacturer Seiko is opening its first store in Portugal in Lisboa on October 1.

The new 125 square meter boutique will be located on Rua Rosa Araújo, just off Avenida da Liberdade. In addition to the collections well known to mechanical watch enthusiasts such as King Seiko, Prospex, Presage and Seiko 5 Sports, the Astron series, new models and limited editions will also be available in the store.

Why is Seiko opening a store in Portugal now?

The company's sales in Portugal have been growing rapidly recently.

According to the information given to ECO by Seiko Vice President Yukiaki Suganuma, the brand's Portuguese turnover increased by 23% in 2025.

In the first half of 2026, there was an additional growth of 28% compared to the same period of the previous year.

What is more remarkable for the company is not only the increase in the number of watches sold.

The fact that Portuguese customers started to turn to higher segment collections also influenced Seiko's decision to invest physically in the country.

What collections will there be for mechanical watch enthusiasts?

The new Lisboa store will feature most of Seiko's main collections.

King Seiko and Prospex collections, which are in particularly strong demand in Portugal, will be among the store's prominent series.

These include:

Presage,

Seiko 5 Sports,

Astron

collections to accompany.

The company also offers new releases and certain limited editions. It also plans to offer the productions in its Lisboa boutique.

Especially King Seiko and Presage may be one of the interesting sections of the store for those who want to see the mechanical watchmaking side of the brand more closely.

Prospex, on the other hand, is one of the brand's most well-known collections with its models bearing Seiko's diving and professional use history.

Seiko was already sold in Portugal; what has changed?

Seiko is not entering the Portuguese market from scratch.

The brand has had a physical retail presence in the country since 2023 through a strategic agreement with David Rosas.

The difference of the new store is that it is Seiko's first own-brand physical boutique in Portugal.

The company also specifically states that it does not plan to end its relationship with existing authorized dealers.

Therefore, rather than replacing the existing dealer network, the new store will expand Seiko's direct brand experience in Portugal.

Why the area around Avenida da Liberdade?

The 125 square meter boutique will open on Rua Rosa Araújo, right next to Lisboa's luxury retail district, Avenida da Liberdade.

There are many stores of international luxury brands in the region.

Seiko's opening of a boutique here shows that the brand wants to strengthen its position in Portugal not only with its accessible Seiko 5 models, but also with its higher segment mechanical watches.

The company also stated that Portuguese consumers are becoming increasingly knowledgeable about watchmaking; workmanship, He states that the interest in design, brand history and higher segment collections is increasing.

It doesn't just target collectors

Seiko is not positioning the new store just for existing collectors who buy expensive watches.

The company aims to reach a wide range of visitors, from young customers who are just starting to enter the world of mechanical watches to more experienced collectors.

In this respect, the boutique in Lisboa will not only be a sales point, but also a brand area where different Seiko collections can be seen in the same place.

One of the most interesting points for mechanical watch enthusiasts in Portugal will be the extent to which limited productions and new models will come to the Lisboa store.

Doors will open: October 1, 2026.

Resources

ECO — Mariana Bandeira, “Japonesa Seiko dos relógios de luxo vai abrir primeira loja em Portugal”, 24 September 2026

https://eco.sapo.pt/2026/09/24/japonesa-seiko-dos-relogios-de-luxo-vai-abrir-primeira-loja-em-portugal/

Seiko Watches

https://www.seikowatches.com/